“For several years, we have found that the gender debate has grown so strong in the Swedish market that we … have had to adjust,” Jan Nyberg, director of sales at Top Toy, franchise-holder for US toy chain Toys R Us, said.

The country’s advertising watchdog reprimanded the company for gender discrimination three years ago following complaints over outdated gender roles in the 2008 Christmas catalogue, which featured boys dressed as superheroes and girls playing princess.